TJA MEMBER PROFILE (Cont.) A Legacy of Craftsmanship: The Story of Holland’s Fine Jewelry A Family Tradition
The Legacy Continues To The Next Generation: Holland’s legacy of craftsmanship and community was further strengthened as the business transitioned into its second generation. After serving in the Army Air Corps during World War II, Chase Holland, Jr. returned home and joined the family business. In 1960, he and his wife, Virginia, assumed management of the company. Mrs. Virginia became a beloved presence in the store. Many long-time clients still fondly remember working with her, describing her warmth, professionalism, and dedication to customer service. She treated every customer like family, building relationships that extended far beyond the jewelry counter. With the help of store manager George McCormack and Virginia’s two sons, Chase III and Bill whom both eventually served as Presidents to the Texas Jeweler Association, the business continued to grow and thrive. Under their leadership, Holland’s expanded its offerings of national jewelry designers such as Simon G, John Hardy, and at a time Rolex Watches. Offering largely known brands to small town west Texas, all while staying true to its heritage. The store remained a trusted destination for quality jewelry, custom designs, and meaningful gifts. In 1985, another key chapter began when Brant Horner of Brownwood, Texas joined the company. A graduate of Angelo State University with a degree in accounting, Brant initially came on board with a background in jewelry repair and engraving rooted with a business mindset. However, his passion for craftsmanship soon led him deeper into the art of jewelry making. Brant worked diligently to master the craft, eventually becoming a Master Jeweler. His talents extended beyond traditional techniques—he brought a structurally minded approach to custom jewelry creation, specializing in die making, hand carving, stone setting, and hand engraving. He also introduced modern rapid prototyping technology, blending innovation with time- honored methods.
The Showroom Floor In The 1940's
Brant’s vision helped elevate Holland’s custom jewelry offerings, allowing clients to bring their unique ideas to life. Whether creating one-of-a- kind engagement rings, heirloom redesigns, or commemorative pieces, his attention to detail and commitment to excellence set a new standard for personalized craftsmanship. In 2012, Brant became business partners with the Holland brothers. Shortly after celebrating the company’s 100-year anniversary—a monumental milestone—Bill Holland joined Chase Holland III in retirement. At that time, Brant Horner assumed ownership and management of the company, ensuring the legacy of Holland’s continued under dedicated leadership. Today, the family tradition remains strong. Brant’s daughter, Evyn Horner, began working at Holland’s in 2011 and represents the next generation of leadership. With her, Evyn brought a Marketing Degree from Angelo State University and the desire to join the business she grew up in as a child. In 2013 she began her studies with the Gemological Institute of America along with American Gem Society gaining many certifications and titles to enhance the professionalism offered at Holland’s Jewelry. She now specializes in gem identification, appraisals, and custom jewelry design. Together, they honor the values established more than a century ago while continuing to evolve with the industry. Their commitment ensures Holland’s remains a trusted name for future generations.
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